The way people travel has undergone a seismic shift. In 2025, the average traveller no longer carries a paper map or queues at an airport kiosk to buy a local SIM card. Instead, the mobile device is a lifeline used to book, plan, navigate, pay and share experiences.
At this year’s WTM Africa, experts emphasised how technology, particularly AI and eSIMs, are becoming embedded in the modern travel experience.
In her talk, “The Traveller, the eSIM and AI”, Nazareen Ebrahim, AI ethicist and Founder of NazConsulting International, said travel businesses need to redefine who the customer is and how they engage with the world.
“They are using their mobile devices or tablets as the main contact to engage with the world and share that story,” she said.
Always connected
The eSIM is removing the stress from travel as travellers can acquire them before departure, she said.
Tony Kaldas, Director of Partnerships for Arabia and Africa at Airalo, said “mobile connectivity is no longer separate from the travel experience” and highlighted the growth in supporting technology and the uptake of eSIMs.
AI as a travel tool
While the focus on AI adoption in the tourism industry has largely been on how businesses can use it, travellers are already making it part of their journeys. Ebrahim highlighted research released by Kantar indicating that 40% of travellers have used AI-based tools to plan their trips and a further 62% are open to using them in the future.
The Africa Travel Week State of the Industry Report also highlights research by Euromonitor International indicating that 66% of online travel bookings in 2023 were already online with 35% of online sales made on mobile devices. This makes the jump to AI use for travel planning a natural next step.
But it also highlights the downsides: “One is the risk that all recommendations become similar over time with algorithmic predictability: if AI relies too heavily on past data, it could lead to cookie-cutter travel experiences where guests are recommended the same old luxury hotels, private villas, museums and dining spots over and over.”
But Ebrahim said AI integrations with other technologies like WhatsApp, which has three billion users, could create seamless travel experiences. She highlighted how South African brands like Checkers Sixty60 and FlySafair are already successfully using these integrations to keep customers informed and share important information.
“Can I train what it does for me so, when I get a booking, the customer receives the expected itinerary, a guide of how to get to my place or a list of potential dos and don’ts?” she pointed out.
Despite the power of technology, the personal touch is still key.
Natalia Rosa, CEO of Big Ambitions, said: “Often the most powerful part of a travel experience is human connection. Use AI to remove friction but make space for empathy, storytelling and magic. That’s what will make someone remember your brand and come back.”
